BASIC FASHION MANAGEMENT: Fashion Promotion – Building a Brand Through Marketing and Communication

Gwyneth Moore

Bloomsbury Publishing, New York, USA

Year 2021

Pages 164

This is an inspiring and practical guide to promoting a brand. It addresses the new ways in which brands engage with customers, through the latest digital channels as well as traditional methods. Topics covered include developing a brand from an original idea, the impact of influencers and street style sites, digital fashion, online and offline marketing techniques, creating the vision behind a brand, and public relations. From marketing, PR and collaboration to creating brand visuals, the book guides readers through the ways in which any brand – large or small – can embrace the opportunities brought about by developments in digital communication, in order to engage with consumers in new and exciting ways. It covers the impact of mobile on fashion retail transactions and marketing, the role for virtual and augmented reality and the increasing importance of sustainable production and distribution.